Rascasse Audience Intelligence

Denn's Target Market in Germany

Denn's has an estimated audience of 2M people in Germany.

#14among Supermarket in Germany
#410among brands in Germany
#125in Shopping

The average Denn's fan in Germany is 40.7 years old, more female, and lives primarily in Bayern.

By number of fans, Denn's ranks #16 among the 224 objects in Supermarket in Germany — 11.3× the group median.

Its fans are 1.9 years older than the group average of 38.8.

Compared with the other 223 objects in Supermarket, Denn's fans stand out for their interest in Organic farming, Local food and Dinner.

Most fans live in Bayern, Nordrhein-Westfalen, Baden-Württemberg.

Top affinities include Organic farming, Local food, Dinner, with strongest over-indexing on Organic farming (3.19× the country average).

Demographically, the Denn's audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Sustainability, Indulgence.

The typical Denn's fan in Germany is more female, around 40.7 years old, with strong Sustainability tendencies and a notable affinity for Organic farming.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2M
in Germany
Gender
60.1%♀
39.9% male
Age
40.7
average years
Country rank
#3261
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-69%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Denn's

60.1% are female, 39.9% are male, average age 40.7.

Fig. 02

Gender split

60.1%
Female
39.9%
Male
Demographic split for Denn's audience in Germany
MetricValue
Female60.1%
Male39.9%
Average age40.7
Estimated audience size2M
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Denn's audience in Germany
Age bracketShare%
16-2417%
25-3419%
35-4421%
45-5422%
55+20%
Fig. 04

Worldwide distribution

84.2%

of the worldwide Denn's audience comes from Germany.

Worldwide audience distribution share by country for Denn's
CountryShare
Germany84.2%
Austria13.0%
Switzerland0.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Denn's customers by region in Germany
#RegionReachAffinity×
01Berlin~200K3.58×
02Hamburg~50K1.59×
03Bayern~300K1.40×
04Baden-Württemberg~300K1.25×
05Schleswig-Holstein~60K1.08×
06Niedersachsen~100K1.03×
07Nordrhein-Westfalen~300K0.96×
08Hessen~100K0.95×
09Sachsen~60K0.88×
10Rheinland-Pfalz~50K0.69×
11Brandenburg~30K0.66×
12Mecklenburg-Vorpommern~20K0.54×
13Thüringen~20K0.52×
14Saarland~8K0.42×
15Sachsen-Anhalt~10K0.38×
16Bremen~5K0.38×
Fig. 06

Affinity by region

Affinity by region — Denn's, Germany
0.38×1.00×3.58×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Denn's audience vs. the country average
#·InterestCategoryAffinity×
01Organic farmingFood & Beverages3.19×
02Local foodFood & Beverages2.90×
03DinnerFood & Beverages2.37×
04Organic foodFood & Beverages2.16×
05Fast foodFood & Beverages2.15×
06LunchFood & Beverages2.03×
07NatureHome & Garden1.97×
08Italian cuisineFood & Beverages1.82×
09VolunteeringPolitics & Society1.82×
10SupermarketShopping1.81×
11VacationsTravel & Leisure1.79×
12Chihuahua (dog)Pets & Animals1.77×
13HugendubelShopping1.76×
14French BulldogPets & Animals1.72×
15TagesschauMovies & TV1.63×
16Sustainable energyHome & Garden1.63×
17Renewable energyBusiness & Career1.60×
18RTL TelevisionMovies & TV1.57×
19WineFood & Beverages1.54×
20Netto Marken-DiscountShopping1.53×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Denn's audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Denn's audience vs. the country average · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.57×
IndulgenceJOY1.52×
Healthy LifestyleBALANCE1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Denn's audience vs. the country average · Rather not
TraitClusterDeviationScore
Social Media UsageJOY1.00×
Risk AppetiteTHRILL1.01×
Career OrientationPOWER1.01×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in Germany

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Denn's over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/de/denns-10000784” · Methodology